[dropcap]B[/dropcap]e aware that the deadline is fast approaching to comply with the latest round of Google Shopping feed updates. The hard deadline for this round is September 15, 2015.

The primary comparison shopping engine product feed change that has to be made by this date has to do with these file fields:

• GTIN,
• ID and
• Detailed Product Attributes and Item Grouping.

New + Certain Brand Name = GTIN Now Required

The biggest hurdle for many is the GTIN update. For this, any SKU submitted:

with product condition of ‘New’
AND
with a certain brand name in the ‘Brand’ field
MUST
have a valid GTIN (Global Trade Item Number) in the GTIN field.

Google has a list of the certain, designated brands which must have a GTIN if condition is New. There are 50 designated brands on the list at this time. Based on this list, it appears that those selling electronics, clothing and perhaps jewelry will be most affected. The current list includes the following brands: Acer, Apple, Calvin Klein, Disney, Garmin, Kate Spade, Michael Kors, Microsoft, and Under Armour. More will be added, a little at a time.

If your product file feed contains in the Brands field any of the names on Google’s list, you probably received at least two email messages from Google alerting you to this new requirement.

Should you find yourself in the position of not having the time or ability to conform to Lord Google’s command, fell free to contact DMG for assistance.

Invalid IDs Will Be Disapproved

Also by the September 15th deadline, all ID attributes must be valid. Trailing white space and special characters, for example, will no longer be accepted and result in items not being accepted by Google Merchant Center.

Detailed Product Attributes and Item Grouping

For more on these attributes, see Google’s updated specs.

Additional Google Shopping Feed Updates By February 2016

There is another, rather major update for which enforcement will begin February 1, 2016. Accurate shipping price configuration will be required for the US plus some additional countries. If this is not possible to do, then Lord Google will require shipping cost to be over estimated.

Stuck? Call DMG

As mentioned, strict enforcement of the above Google Shopping feed updates will begin September 15, 2015 in the US and some other countries as well.

Non-compliance of these updated specs by that time will affect Google Shopping campaigns and could unnecessarily result in lost revenue.

Should you find yourself in the position of not having the time or ability to conform to Lord Google’s command, fell free to contact DMG for assistance.